Creative Showcase

Make Change / Pumped for Change

Description

Americans are embracing social change and facing the greatest economic downturn since 1929. In the face of this singular dissonance, Pumped was called on to develop a unique approach to generating essential support for homeless shelters, women’s abuse resources and care for needy children.

Objective

Pumped developed The Million Penny Project campaign as a means of raising funds in increments of 1 million pennies - $10,000 in real money –to allow people to make even the smallest contribution, knowing that their generosity will make a disproportionately large difference.

Technical Challenge

Our initial thinking revolved around three key touchstones. First, the creative had to answer “what’s a penny good for?” Second, it had to be unusual, visual and as tactile as possible. Last, the core campaign concept had to work in 360 degrees.

The solution was to create a an interactive spot using time-lapse photography to reveal an image that shows much a single penny can make a difference to an overall picture.